Case Film

Presentation Board

Title	THE BEATS PILLS
Brand	BEATS BY DR. DRE
Product/Service	PORTABLE WIRELESS SPEAKER
Category	I01. INTEGRATED MULTI-PLATFORM CAMPAIGN
Entrant Company	R/GA London, UNITED KINGDOM
Advertising Agency	R/GA London, UNITED KINGDOM

Name	Company	Position
Rodrigo Sobral/Tara Greer	R/GA London	Executive Creative Directors
Chris Sullivan	R/GA London	Executive Producer
Iain Robson	R/GA London	Executive Creative Director
Pete Jupp	R/GA London	Design Director
Sanam Petri/Tim Blount/Howard Jordan/Ciaran Mccarthy/Edwin Latchford	R/GA London	Associate Creative Directors
Anders Svensson/Andy Bull/Laycee Fan/Jon Ward/Steve Talkowski	R/GA London	Senior Visual Designers
Tyree Harris/Luke Wicker	R/GA London	Junior Copywriters
James Beke/Wilf Eddings	R/GA London	Junior Visual Designers
Vanessa Hoy/Taraneh Koshorowski/Abbey Park/Claire Finn/Souad Setti/Kia Zokaei/To	R/GA London	Producers
Mary Toves	R/GA London	Experience Designer/Social Strategy
Alex Wills	R/GA London	Group Director/Content Studio
Corbett Trubey	R/GA London	Senior Copywriter
Jeff Beberman	R/GA London	Art Director
James Temple	R/GA London	Vp/Md/Executive Creative Director
Josh Mandel	R/GA LA	Vp/Managing Director/R/Ga Los Angeles
Emily Olson/Lauren Rodwell/Marlina Fletcher/Maria Colorge/Emily Kortlang/Alex Wi	Beats By Dr. Dre	The Beats Pills Team
Erin Sullivan/Cindy Chapman	Beats By Dr. Dre	Broadcast Producers
Chris Waitt/Ben West	Framestore	Directors
Ronzo	Illustrator	Illustrator
Seb Robert/Claire Mcgovern/Grace Gordon	We Are Social	Senior Account Director/Senior Account Manager/Strategy Director
Framestore		Additional company
Illustrator		Additional company
We Are Social		Additional company

Creative Execution

Contextualized online media gave the Pills a chance to comment on their surroundings on the web. Digital out-of-home executions were contextualized at the hyper-local level, and they made use of dynamic triggering to tie messaging to specific events, grounded in a constantly-updating social media effort, delivering fresh content with custom-rendered art. The Pills hosted their own live-action celebrity talk show online, produced with local talent in major markets to ensure cultural relevance at a global scale. Beats even designed and sold real Pill character holders online so fans could bring their favorites home as a cradle for their Pill speakers.

At a time when loud culture, loud celebrities, and even loud friends make it hard for any one voice to be heard, the Beats Pills shouted their way into the conversation to the tune of 68.2 million social impressions and 2.2 million social engagements by the end of 2013. Tweets expressing desire for a Beats Pill rose 42%, and Thanksgiving sales rose 222% year-over-year, driving Beats sales to #1 in the wireless speaker category.

In a competitive wireless speaker category, Beats By Dr. Dre needed to stand out from the crowd and prove that their small Pill speakers were remarkably loud. Small in size, but undeniably vocal, the Pill was a lot like Beats’ young consumer. So Beats created tiny, trash-talking characters with big personalities–and even bigger mouths–to act as official “spokesproducts”. Through the campaign and tagline, Small But Loud, Beats discovered a powerful voice that resonated more deeply with their target than common marketing-speak, fostering more authentic, more personal connections with the brand than ever before. The Pills went beyond the world of music and gave the Beats brand a voice in every important pop culture conversation.